X05: Microsoft and Adidas Join Forces

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Strategic marketing alliance to link Xbox and sportswear.

By Wade Steel

In addition to showing off the games that will grace its upcoming Xbox 360 next-generation console, Microsoft used the X05 event to announced the formation of a strategic marketing alliance with sportswear manufacturer Adidas.

According to the terms of the agreement, cross-promotional activities will include:

- Xbox 360 kiosks being placed in Adidas stores worldwide and at grassroots football events leading up to next year's FIFA World Cup in Germany.

- Joint sponsorship of MTV's "Goal - Germany 2006" TV series, kicking off this November, which charts the progress of 10 young footballers (soccer players for our American audience) trying to make it into their national squads in time for next summer's tournament.

- Various cross-promotional exercises to herald the release of Goal: The Movie.

According to Microsoft's Peter Moore, the alliance reflects the fact that "sports, lifestyle and video games are inextricably linked," and that the Xbox 360 is a platform "where all three of these elements come together to truly amplify the sport experience."

Richard Prenderville, head of Global Media at Adidas, described the alliance as "innovative" and that the initiative would "excite an entire audience who love to game indoors and out."